Social marketing vs commercial marketing: something in common for gains / Mazlan Che Soh

• Main Author: Che Soh, Mazlan
• Format: Book Section
• Language: English
• Published: Faculty of Administrative Science and Policy Studies 2012
• Subjects: Marketing; Marketing research. Marketing research companies. Sales forecasting
• Online Access: https://ir.uitm.edu.my/id/eprint/55443/1/55443.pdf; https://ir.uitm.edu.my/id/eprint/55443/

Social marketing is a distinct marketing discipline and it was first coined formally 41 years ago by Philip Kotler and Gerald Zaltman, based from a pioneering article in the Journal of Marketing by Kotler and Levy in 1969. These articles describe “the use of marketing principles and techniques to ad...